making the money work
Brands with the most mentions were sponsors who really activated at the Tour. Dimension Data partnered in a unique way with race organizer, ASO, to do some really unique things with data at the Tour and other WorldTour races this year. The company went beyond telemetry data to aid media outlets with more pinpoint, data-infused storytelling. And we love that.
Dimension Data also created the @letourdata Twitter account to further the rider data, and ultimately took the mention win from its visibility from both sponsoring a race team, strong participation with a truck and team of analysts at every Tour stage, social activations and just doing darn good with data. High five, Dimension Data.
AG2R wasn't highly active socially with only 20 posts, but like Dimension Data, the company's team sponsorship directly correlated to social mentions. But what about that massive peak for AG2R? This is where good old fashioned chance, hope and fans come in. AG2R gained huge exposure when Romain Bardet surprisingly took the stage 19 mountain top finish win on July 22 - something unforseen. Stroke of luck, underdog fan rallying, home country support...several factors all could have played a role into the team buzz that day. But his effort and resulting jump from fifth to second in the overall was the buzzworthy catalyst.
Finishing out the sponsor podium in third, mobile provider Orange had a solid content marketing strategy centering around illustrations and visuals pertaining to the Tour that the company shared socially.
Key insight: A more comprehensive and dynamic, enabling sponsorship and activation yielded the most mentions. Brands can be more effective if they look for ways to go above and beyond just writing a check to make their money work will maximize the investment.